PARIS — Business accelerator Tomorrow is expanding its business in Paris, with the opening of a showroom that will focus on highlighting gender-fluid, women’s wear and “conceptual streetwear” brands.
The space, which is called Tomorrow Le Palais and situated in Paris’ Left Bank, opened its doors with an event Saturday night during Paris Fashion Week.
For fall 2019, the showroom will represent brands including Ottolinger, Mister IT, Akiko Aoki, Aalto, Pyer Moss, Afterhomework and Situationist. It has also partnered with the likes of Ambush, the jewelry label by Dior’s Yoon Ahn, Colville, Coperni and Diesel Red Tag x GR-Uniforma, who will all create installations that will be showcased across the new space, an 18th-century mansion built by renown architect Germain Boffrand.
“We work for, and service, many different communities and it was important at this point in the development of our platform to be able to showcase our projects in different locations. This has become more apparent, as we are very involved with the brands, and support them across all aspects of their businesses — from investment to product development, to launch,” said Stefano Martinetto, the platform’s chief executive officer.
He added that the aim of the new space isn’t to sign on a large number of new brands, but rather keep a small selection and offer them a space where they can host shows, performances or showcase artistic installations to tell their stories.
Creating such intimate experiences and strong visuals is an essential part of building a brand’s business for Martinetto, particularly when it comes to “high-end, gender-fluid, new generation” labels.
“The retail partnerships that we develop are based on the experience, go-to market and activation strategies that we create, and it is important to be able to showcase our understanding of this, and our ability to execute these properly,” he added.
This is the second showroom the company has opened in Paris and also operates showrooms in Milan, New York, London and Hong Kong. Its original Parisian space, Tomorrow Luxembourg, focuses on more established names across the fine-jewelry, accessories and ready-to-wear categories.
The company has also tapped Alessandra Rossi as its chief digital officer, in order to integrate digital services within the business and offer its brand partners “an end-to-end platform” that will support them across all business operations. The development of a direct-to-consumer platform for its brands is also in the works.
Rossi – who previously held a variety of roles at Yoox Net-a-Porter including head of buying to commercial director, operations manager and president, off-season – is also joining the group’s board of directors.